Glossary

First-Party Data

Data a company collects directly from its own customers or users, such as CRM records, site behaviour, or app activity.

Identity & Data InfrastructurePractitionerAlso called: 1P DataSource: Industry consensus

Definition

Data a company collects directly from its own customers or users, such as CRM records, site behaviour, or app activity.

Why it matters

First-party data is the foundation of most modern targeting and measurement strategies as third-party cookie-based targeting has become less reliable.

Key consideration

Owning first-party data does not automatically mean it is usable — match rates against a given platform, consent status, and data recency all determine whether it actually activates well.

Related terms

Customer Data PlatformTechnology designed to unify customer data from multiple sources into persistent customer profiles for activation and analysis.Data Clean RoomA secure environment where two or more parties can match and analyse their combined first-party data without either party seeing the other's raw, underlying data.Match RateThe percentage of a first-party or third-party data list that a platform can successfully identify and match to its own user base.

Practitioner notes

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